Look, in reality nobody wants a better drill bit or a slightly more nutritious snack bar.
Successful marketing never offer the things that most boring marketing offers: very good quality. A better price. Convenience. Nice people. Standard warranty. Yawn, boring s**t.
Your customers aren't going to think your product or service is worth shouting about these features.
So where do we start?
You start with your product, your service, your organisation and your resume is this: what great classic story can I tell?
And you cannot succeed if you try to tell your competition's story better than they can.
Instead, you must tell a different story - one that has never been heard about in your market.
So, open your book, get out the blank paper and give it a go.
Because that is what Doing It Differently is all about.